Donor Fundraising | Penelope Burk | Cygnus Applied Research

WHEN

YOU KNOW

WHAT

YOUR DONORS

THINK

YOU

START MAKING

MUCH MORE

MONEY

A letter from someone helped on how my giving changed
his or her life is by far the strongest motivator for
me. Sure, a tax break is wonderful, but knowing that
someone’s life has improved and that they are grateful
is the best appreciation.

I believe it’s my moral responsibility to give in
proportion to my wealth, even if it is uncomfortable or
inconvenient.

There isn’t room in my world for negative causes.
The more uneasy I feel, the more I work for change.

I don’t give for the tax break. I don’t give because I
get lots of emails asking me to. I give because I’m
passionate about the causes I’m helping. That’s it.
Plain and simple.

Not everyone’s “American Dream” is to get rich.
Many, perhaps most people just want a fair, stable
world with dignity, meaning and justice for all.

I respond to stories of success and to being
given some insight into what the money will
accomplish or has achieved in the past. Telling
me "we need you to donate so we can fight for
a cause" is not good enough.

It’s great to know that I can give small amounts
(even $5) regularly and automatically. It keeps me
giving longer to charitable causes I believe in.

I support operations that are dedicated to
a mission. A mission is something you stick with
even if the world seems to be against you. It's not
the same as a theme. A theme is a choice made
on the basis of expediency and fashion. Show me
an organization that has an idea and is going
somewhere, and I'm interested.

What I want from not-for-profits are smart
plans, thoughtful outreach and meaningful impacts.
Same-old, same-old just winds up in the trash. Ask for
something substantial from me. If I buy in, I will walk
through fire to help make it happen.

I have not yet risen to a level that is noticed
by fundraisers’ rating tools, but do give
consistently. I have a large inheritance coming
which I intend to devote mostly to charity.
Engaging me now will determine who gets my
attention in the future.

I believe it’s my moral responsibility to give in
proportion to my wealth, even if it is uncomfortable
or inconvenient.

What inspires me to give at a higher level is
when a not-for-profit shows an interest in me
and asks me in person to step up.

Don't hound sustaining donors to increase
their current level of giving. An annual nudge is
okay, but quarterly requests are too frequent,
and monthly is just rude and disrespectful.

Tell me what the problem is, what you're
doing about it, why you think those actions
might make a difference, and how you'll
know if they do. Then we can talk.